_.gif)
_.gif)
Impact of TV Commercial, Social Media Advertising, and Point of Purchase on Brand Awareness Leading to Consumer Buying Intention on Brand “Cap Panda”
Abstract
This study analyzes the relationship between TV commercial advertisements, social media, and the formation of a relationship with the point of purchase on Brand Awareness that influences the decision to buy the FMCG product "Cap Panda". This ready to drink brand is well known of its product variants "liang tea" and grass jelly. This research using descriptive analysis according to the respective variables in the research model and their reflective indicators will be explained below. The value obtained comes from the overall answers of 160 research respondents from urban area such as Jakarta and Surabaya, according to the data input in the PLS-SEM. The results showed that of the three independent variables, TV and Social Media advertisements had a positive effect on the formation of Brand Awareness. Meanwhile, Point of Purchase showed negative significance. However, despite the establishment of Brand Awareness of the product “Cap Panda”, at least it is able to generate consumer buying intentions, especially related to liang tea products which are very recognizable.
Keywords
Full Text:
PDFReferences
Aaker, D. A. (1991). Managing Brand Equity: Capitazing on the Value of a Brand Name. The Free Press.
Asriyanti, N. (2017). Pengaruh Tayangan Iklan Televisi Sprite Terhadap Brand Awareness di Kalangan Siswa/i SMA Negeri 2 Medan. Ilmu Komunikasi USU.
Bara, A., et.al. (2021). The Effectiveness of Advertising Marketing in Print Media during the Covid 19 Pandemic in the Mandailing Natal Region. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 4 (1): 879-886.
Dehghani, M. (2013). The Role of Social Media on Advertising : A Research on Effectiveness of Facebook Advertising on Enhancing Brand Image. Eastern Mediterranean University, Gazimağusa, North Cyprus, 1, 1–59.
Denastra, M. D. A. (2021). Pengaruh Iklan dan Brand Ambassador Cristiano Ronaldo terhadap Minal Beli Konsumen Shopee. Sanata Dharma.
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289–309. https://doi.org/10.1362/146934715x14441363377999
Handerson, D. G. (2020). Consumer Lifestyle Pada Industri Fast Moving Consumer Goods Dan Bagaimana Seharusnya Brand Menyikapinya Pada Kondisi Pandemik Covid-19 Di Indonesia. Mercubuana, October.
Hasan, M., & Sohail, M. S. (2020). The influence of social media marketing on consumers’ purchase decision: investigating the effects of local and nonlocal brands. Journal of International Consumer Marketing •. https://doi.org/10.1080/08961530.2020.1795043
Kotler, P. K. L. K. (2012). Marketing Management. In General Equilibrium Theory. Pearson Education, Inc. https://doi.org/10.1017/cbo9781139174749.022
Majeed, S., & Razzak, S. (2011). The impact of television advertisement repetition, celebrity endorsement and perceived quality on consumer purchase decision. Australian Journal of Basic and Applied Sciences, 5(12), 3044–3051.
Ningrum, P.A., Hukom, A., and Adiwijaya, S. (2020). The Potential of Poverty in the City of Palangka Raya: Study SMIs Affected Pandemic Covid 19. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 3 (3): 1626-1634.
Petahiang, I. L., Mekel, P., & Worang, F. G. (2015). The Influence of Brand Awareness and Perceived Intention on Online Store. Jurnal Berkala Ilmiah Efisiens, 15(04), 481–492.
Prasad, D. U., & Kumar, P. S. (2009). Point of Purchase Communication: Role of Information Search, Store Benefit and Shopping Involvement. IIM-Research and Publications, 10(2), 1–43. http://www.iimahd.ernet.in/publications/data/2009-11-07Uniyal.pdf
Sihombing, E.H., and Nasib. (2020). The Decision of Choosing Course in the Era of Covid 19 through the Telemarketing Program, Personal Selling and College Image. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 3 (4): 2843-2850.
Wuryandani, D. (2020). Dampak Pandemi COVID-19 Terhadap Pertumbuhan Ekonomi Indonesia 2020 dan Solusinya. Info Singkat Bidang Ekonomi Dan Kebijakan Publik Pusat Penelitian Badan Keahlian DPR RI, 12(15), 19–24.
Zaidi, Z. (2022). The effects of digital marketing implementation on online consumer in Selangor during COVID-19 pandemic. Management Science Letters, 12, 43–50. https://doi.org/10.5267/j.msl.2021.8.002
DOI: https://doi.org/10.33258/birci.v5i2.4804
Article Metrics
Abstract view : 139 timesPDF - 60 times
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.